How can the pace of agricultural brand building be accelerated?

For goji berries you want Ningxia ones, for Pu'er tea you want Yunnan ones…… The upgrading of the national consumption structure, especially the strong demand for the quality and safety of agricultural products, has placed unprecedented expectations on brands, and has also made them a core part of both corporate competitiveness and industrial competitiveness. At the “2014 International Symposium on Brand Agriculture Development” held on the 4th, Vice Minister of Agriculture Chen Xiaohua said that the pace of agricultural brand building will be accelerated.

Chen Xiaohua pointed out that in recent years, agricultural departments at all levels have issued guiding opinions on strengthening agricultural brand building, actively carried out agricultural brand cultivation, strengthened the certification of pollution-free agricultural products, green food and organic food as well as the registration and protection of geographical indications for agricultural products, and increased brand marketing and promotion, and positive progress has been made in agricultural brand building. In today's world, the major agricultural countries and strong agricultural countries are almost all major agricultural brand countries and strong agricultural brand countries. China's agricultural brand building cannot do without the world, and the world's agricultural brand building also needs China's participation. The Ministry of Agriculture will learn from all good experience and advanced technologies in the world to accelerate the pace of agricultural brand building.

Zhu Baocheng, former member of the Party Leadership Group of the Ministry of Agriculture and president of the China High-Quality Agriculture Association, said that at present, whether viewed from the macro level of national modernization or the micro level of modern agricultural development practice, the implementation of the agricultural brand strategy has relatively mature conditions, and this historic opportunity should be seized to spare no effort in promoting the implementation of China's agricultural brand strategy and the process of agricultural modernization. The implementation of China's modern agricultural brand strategy can be considered from aspects such as strengthening top-level design and doing good systematic planning, ensuring quality and safety and laying a foundation for development, improving product quality and grasping development priorities, strengthening property rights protection and creating a good atmosphere, promoting agricultural trade and raising product visibility, and giving play to the role of associations and improving service levels.

Previously, the Ministry of Agriculture had issued the “Implementation Plan for the National Horticultural Crop ‘Three Qualities’ Improvement Action”, deciding to focus on fruits and tea and, by building a number of seed and seedling breeding bases, creating a number of premium fruit (tea) gardens, and cultivating a number of well-known brands with strong competitiveness, promote the improvement of horticultural crop varieties, quality improvement and brand creation, and promote the quality and efficiency improvement of horticultural products and the upgrading of the horticultural industry.